HW 4: Review Questions (Chapters 1-3)

Chapter 1: Integrated Marketing Communications

1. What are the essential parts of the communication process?

Senders, encoding, transmission devices, decoding, and receiver

2. Define of Integrated Marketing communications (IMC).

The coordination and integration of all marketing commuication toolds, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at minimal cost.

Chapter 2: Corportate Image and Brand Management

1. What type of brand is a development of a new brand by a company in a good or service category in which it currently has a brand offering?
A. Co-branding
B. Flanker brand
C. Ingredient brand
D. Cooperative brand

2. Names generally assigned to an individual good or service or to a group of complementary products are called:

A. logos
B. images
C. brands

Chapter 3: Buyer Behaviors
1. What are the three main components in consumer attitudes?

A. image, logos, brands
B. personality, intelligence, enthusaisum
C. Cognitive, Affective, Conative


2. What is the first step in the consumer decision making process?
A. Purchase Evaluation
B. Evaluation of alternatives
C. Cognitive mapping
D. Problem recognition